Click-through Rate (CTR)

What is click-through rate (CTR)?

Click-through rate (CTR) is a digital marketing metric representing the percentage of users who click on a link after viewing a piece of content. It is calculated by dividing the number of clicks by the number of impressions and is often used to measure the effectiveness of online advertising.

CTR is an important measure for advertisers, marketers, and product managers alike. It allows individuals to understand what language, images, or content is driving clicks and engagement. CTR is particularly important for A/B testing. Content that drives a higher CTR is typically preferred to that which drives a lower CTR. In email marketing with calls to action, CTR typically measures the percentage of people that have clicked on an email divided by the number of people who opened the email. CTR is one of many important marketing measures.

When using Universal Links, it’s challenging to route app users to the app while simultaneously tracking clicks via your email service provider (ESP). Branch helps to solve this problem with our deep linked email solution. Through setting up company-specific tracking domains, Branch can measure CTR and route users to where they should be sent. Since email marketers rely on CTR so heavily, they will frequently forego linking users directly into the app in order to retain their ability to measure CTR and click tracking. Branch makes it so you don’t have to compromise.